What Hotel Guests Actually Want in 2026: Insights from CES, Retail and Travel Trends

UUnknown

2026-02-15

10 min read

In 2026 guests expect instant convenience, cozy low-energy comforts and privacy-first tech. Learn actionable hotel strategies from CES, retail moves and reviews.

Hook: Why booking feels harder in 2026 — and what hotels must fix now

Travelers still face the same old pain points: fragmented rates across sites, opaque cancellation terms, surprise fees at checkout and the time-sink of comparing dozens of properties. In 2026 those frustrations are amplified by higher expectations: guests want hotel stays that are immediate, personalized, sustainable and—crucially—cozy without wasting energy. This article synthesizes what we saw at CES 2026, retail moves like Asda Express’s convenience expansion and hospitality review trends (including the cozy comeback in winter gear) to predict the amenities and services guests will expect this year.

Top line takeaways — what guests expect in 2026 (quick view)

Instant convenience: 24/7 micro-retail, same-day essentials delivery and frictionless check-in/out.
Cozy, low-energy comfort: personal warmth options, sleep-first rooms and soft-touch in-room items that cut heating bills.
Smart-but-trustworthy tech: privacy-first AI concierges, room personalization, fast connectivity and contactless flows.
Sustainability with clarity: visible carbon & cost tradeoffs, refillable amenities and carbon-aware add-ons.
Transparent pricing & flexible policies: total-price displays, clear cancellation flexibility and bundled extras that save time.

The evidence: CES 2026, retail expansion and hospitality reviews

Late 2025 and early 2026 were rich with evidence for these expectations. CES 2026 highlighted consumer tech that maps directly to guest comfort and operational efficiency: next-gen sleep tech, portable warmth devices, AI assistants and faster, more efficient battery and HVAC controls. Technology writers and testers — including those covering CES product launches — called out practical, buy-now devices that will migrate quickly into hospitality use cases.

Retail moves also matter. In January 2026 Asda Express announced milestones in its convenience-store rollout, surpassing 500 locations. That growth signals that guests expect immediate access to essentials without leaving the property. Hospitality reviews and buyer guides (for example, the January 2026 coverage of hot-water bottles and microwavable warmers) show a broad consumer shift toward "cozy" products and low-energy personal comfort options.

CES 2026, expanded convenience retail and a revival of cozy winter staples together explain why guests no longer accept a one-size-fits-all room.

Deep dive: How CES 2026 shapes hotel guest expectations

1. Sleep and personal comfort tech

CES 2026 amplified sleep tech that moves beyond a basic mattress: intelligent temperature zones, bed-integrated sensors that auto-optimize firmness and plug-and-play warming pads. Expect guests to look for sleep-first rooms — not just good beds, but a bundled sleep experience: blackout shading, personalized soundscapes, targeted micro-heating/cooling and optional wearable-compatible profiles.

Actionable for hotels: pilot 10–20 rooms with mattress and sleep-system integrations, and measure improvement in guest satisfaction and return bookings.

2. Portable warmth and energy-smart comfort

Products at CES and retail demand for hot-water-bottle-style comforts show one clear guest expectation: feel-warm-now solutions that avoid whole-room energy waste. In practice that means rechargeable hand-warmers, microwavable heat pads and weighted warming devices that guests can request or rent.

Actionable for hotels: stock rechargeable warming pads or lendable microwave-safe wraps for winter; promote them as an energy-saving, cozy alternative to cranking the thermostat. See product ideas and field-tested swaps in our energy-savvy bedroom field guide.

3. AI assistants that respect privacy

CES reinforced the trend: guests like helpful AI but demand control. The winning pattern for hotels is local-first AI with opt-in cloud features, transparent data policies and easy manual overrides. Travelers will expect AI to handle local recommendations, voice-free interactions and pre-arrival preferences that actually stick.

Actionable for hotels: publish a clear, concise privacy card for in-room AI and provide a physical “AI off” switch visitors can see and use. For technical patterns and privacy-friendly recommender designs, see the privacy-preserving microservice playbook.

4. Robotics and contactless delivery for essentials

Autonomous delivery robots and automated lockers debuted at scale at CES shows and pilot rollouts in 2025. These solve last-mile friction: guests want toothpaste at 2 a.m. or a forgotten adapter at arrival without the front-desk wait.

Actionable for hotels: partner with a local micro-fulfillment provider or deploy an in-lobby automated cabinet to offer 24/7 essentials with digital payment.

Retail signals: why convenience stores matter to hotels

Asda Express’s expansion to 500+ stores in early 2026 is not just a retail headline — it’s proof that guests expect convenience to be fast and local. Convenience stores have evolved into micro supply chains for same-day convenience, alcohol-free options (Dry January behaviors), energy-saving comfort goods and last-mile groceries. Hotels that ignore local retail partnerships risk losing incremental revenue and guest satisfaction.

Practical options to implement immediately

Micro-retail corners or branded pop-ups in high-traffic lobbies.
API integration with local convenience chains for in-room delivery or pick-up lockers.
Pre-arrival checkboxes in booking flows: guests can pre-order breakfast packs, adaptors, or microwave warmers for arrival.

Cozy trends — why 'homely' matters now

Winter 2025–26 saw a revival of cozy staples (hot-water bottles, microwavable grain pads, plush throws). Energy price sensitivity plus a desire for tactile comfort drove this trend. Guests want soft, immediate comforts that create an emotional connection without inflating energy consumption.

Actionable for hotels: swap a portion of bulky heating with guest-level cozy kits — weighted throws, microwavable pads, and bedside warming pouches — marketed as sustainable comfort upgrades. For product ideas and low-energy alternatives, consult the energy-savvy bedroom guide.

Sustainability: guests want clarity, not vague promises

In 2026 sustainability is table stakes, but what matters most is transparency and choice. Guests will reward hotels that show the impact of choices — for example, an option to forgo daily housekeeping with a visible carbon-and-cost savings estimate at checkout.

Concrete practices to win bookings

Visible carbon and cost labels: show the carbon and price difference for low-energy options (e.g., "no-daily-cleaning saves 1.2 kg CO2 + $12").
Refill stations: bulk dispensers for toiletries reduce waste and signal credibility—see how refill and product placement work in neighborhood retail strategies.
Green add-ons: offer carbon-offset add-ons, green breakfasts, and EV charging as clear line items during booking.

Booking and cancellation: expectations for pricing transparency

By 2026 guests expect checkout-level clarity: total price, taxes, fees and clearly labeled cancellation flexibility. Hotel operators who hide change fees or show ambiguous policies will see lower conversion and worse review scores.

Actionable checklist for hotel sites and OTAs:

Display total price upfront (breakdown on hover or expand).
Offer at least one flexible fare with free modification within a clear time window.
Bundle commonly bought extras (parking + breakfast + early check-in) as discounted packages.

What travelers should look for when booking in 2026

If you're a traveler, commuter or outdoor adventurer, use this quick vetting checklist when comparing properties:

Is total price shown before payment? (fees + taxes included)
Does the property offer same-day essentials delivery or a convenience partnership?
Are sleep and warmth options listed (sleep pack, heated throws, mattress type)?
Is there an AI concierge and are its data policies clear?
Are sustainability choices visible and priced at booking?
Is there clear pet/EV charging/bike storage information for outdoor travelers?

Case study: How a midscale hotel doubled guest satisfaction in 12 months (practical playbook)

Here’s a practical, replicable playbook any property can follow in 2026. Over 12 months a hypothetical midscale chain could implement this sequence to improve satisfaction and direct-booking revenue.

Quarter 1 — Quick wins

Introduce in-lobby automated cabinets stocked with essentials; integrate mobile checkout.
Offer a ‘cozy kit’ for rent (weighted throw + microwavable pad) and promote as energy friendly—refer to the energy-savvy product list.
Publish cancellation clarity and total-price calculator on booking pages.

Quarter 2 — Tech & personalization

Pilot sleep packs and a small number of smart mattress rooms; track NPS and sleep-specific feedback.
Deploy an opt-in AI concierge with an obvious physical privacy toggle in rooms.

Quarter 3 — Sustainability and retail partnerships

Negotiate a partnership with a local convenience chain for 2-hour delivery windows and lobby pick-up.
Add refill stations and label emissions/cost tradeoffs in booking and at check-in.

Quarter 4 — Measure and iterate

Analyze direct-booking lift, ancillary revenue from kits/delivery and review sentiment around coziness and convenience; use a KPI dashboard to track signal and conversion.
Scale the most profitable amenities across the portfolio and stop or refine low-impact pilots.

Advanced strategies: where smart hotels will invest in late 2026

Hotels that want to lead will pair human service with automation. Expect five investment areas to stand out:

Localized micro-fulfillment: small storage + automated lockers for fast guest orders.
Room-level climate zoning: allow each guest to control micro-heaters or localized cooling panels while keeping the building setpoints efficient.
Data-backed guest profiles: consensual preference storage to prep rooms before arrival (pillow type, sleep scene, in-room snack).
Cozy-as-a-service: rentable warmth kits and curated local comfort items (artisan teas, herbal hot packs) to boost F&B revenue.
Transparent sustainability UX: clear options with visible environmental tradeoffs during booking and in-stay prompts.

What reviews tell us — and how hotels should read feedback in 2026

Guest reviews in 2025–26 are shifting language from “clean” and “friendly” to words like “cozy,” “convenient,” “energy-smart” and “clear pricing.” Hotels that interpret reviews primarily for star ratings miss the signal: sentiment around very specific amenities is what drives repeat bookings. Use review analysis tools to extract mentions of sleep, warmth, convenience, price transparency and sustainability and prioritize those feature improvements with the highest ROI.

Checklist for hoteliers — immediate actions to meet 2026 expectations

Publish total price and a clear cancellation option on booking pages.
Build a 24/7 essentials flow (automated cabinet, convenience partnership, or micro-fulfillment).
Offer at least one low-energy cozy alternative in-room (rechargeable warmers or microwavable packs).
Deploy an opt-in AI concierge with a physical privacy control and easy human fallback.
Label sustainable choices and provide simple carbon/cost tradeoffs for guests.
Track review sentiment specifically for sleep, warmth and convenience and iterate every 90 days.

Checklist for travelers — how to spot a great 2026 stay in seconds

Look for total-price disclosure and clear cancellation policy on the booking page.
Check for “same-day essentials” or lobby micro-retail in the amenities list.
See if sleep options are described (pillow menu, sleep pack). If yes — high probability of a restful stay.
Scan reviews for the word "cozy" and mentions of low-energy comfort solutions.
Prefer hotels that show clear sustainability choices rather than vague claims.

Future predictions — what will be table stakes by end of 2026?

Localized micro-heating and sleep packs standard in 3-star and above properties.
Convenience partnerships common at urban and suburban hotels; lobby micro-retail seen as revenue centers.
Privacy-first AI concierges replacing some front-desk queries but never eliminating human service.
Visible sustainability tradeoffs in booking flows will be expected by repeat guests and business bookers.

Final actionable takeaways

For hoteliers: start with price transparency, a convenience flow, and a low-energy cozy kit — these three moves drive measurable uplift.
For travelers: choose hotels that show total prices, list convenience partnerships, and advertise sleep or cozy options.
For product teams: prioritize privacy-first AI, local micro-fulfillment APIs and sleep tech integrations in the product roadmap for 2026.

Closing: Why 2026 is the year comfort meets convenience — and how we help

Guests in 2026 no longer accept a generic room and a generic checkout. They expect immediate convenience, cozy low-energy comfort, clear sustainability choices and tech that helps without spying. Retail expansions like Asda Express’s 500+ footprint and CES 2026 product demos make these expectations achievable — and profitable — for hotels that move fast.

If you want vetted hotel recommendations that prioritize these 2026 expectations — clear pricing, convenience partnerships, sleep-first rooms and sustainable options — we curate and rank hotels by these exact signals. Browse our latest reviews and filter for the amenities that matter to you: same-day essentials, sleep packs, transparent cancellation and visible sustainability choices.

Call to action: Visit bookhotels.us to search curated stays that match the 2026 guest checklist, sign up for our real-time deal alerts, or download our hotel vetting checklist PDF to use the next time you book.

Unknown

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.

Up Next

Tackle the Ice: A Guide to Ice Fishing Derbies Across the U.S.

•10 min read

From Stove to 1,500 Gallons: Partnering with Local Makers to Elevate Hotel F&B

•9 min read

After the Outage: A Resilience Playbook for Small Inns & B&Bs in 2026

2026-02-15T02:29:37.576Z